IT Cosmetics Sparks Backlash for Non-Inclusive Foundation Shades

"Are you for real with the shade range?"

With the necessary social media outcry for more inclusive shade offerings from cosmetics brands, fans are putting more and more pressure on brands to do better when it comes to releasing new ranges. So, when IT Cosmetics announced their upcoming collection of Bye Bye Foundations, people on social media were immediately very vocal about their concerns. While the foundation hasn't even launched yet, fans on Twitter and Instagram alike are already asking why the shade offering doesn't seem to be that inclusive. The Bye Bye Foundations feature 12 shades from fair to deep. But, of those 12, only three seem suited for darker skin tones: rich, rich honey, and deep.

People immediately took to Twitter and Instagram to address the line's lack of inclusivity: "It Cosmetics was bought by L’Oréal for 1.5 billion dollars and they still can’t invest that money into figuring out the color brown, " one person wrote. @Yaa Harriott
yaaharriott wrote in a comment on Instagram “The shade range is ridiculous overall! Everyone deserves to find their shade, from the fairest to the deepest.” Another person agreed asking, “please expand your shade range!! This is ridiculous, there are not only 2 shades of people of color.”

Refinery29 noted that a rep for the lab notes that they plan to begin a partnership with IT Cosmetics "in the near future." The brand is also reportedly working on a new complexion product with 40+ shades that's slated to launch early next year. In response to the criticism on their Instagram announcement, they took to the comments to share the following message with fans: "We want you to know we hear you. At IT we are working hard to expand our shade range across complexion products."